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We Were Feminists Once: From Riot Grrrl to CoverGirl, the Buying and Selling of a Political Movement
     

We Were Feminists Once: From Riot Grrrl to CoverGirl, the Buying and Selling of a Political Movement

by Andi Zeisler
 

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ISBN-10: 1610395891

ISBN-13: 9781610395892

Pub. Date: 05/03/2016

Publisher: PublicAffairs


Feminism has hit the big time. Once a dirty word brushed away with a grimace, “feminist” has been rebranded as a shiny label sported by movie and pop stars, fashion designers, and multi-hyphenate powerhouses like Beyoncé. It drives advertising and marketing campaigns for everything from wireless plans to underwear to perfume, presenting what's

Overview


Feminism has hit the big time. Once a dirty word brushed away with a grimace, “feminist” has been rebranded as a shiny label sported by movie and pop stars, fashion designers, and multi-hyphenate powerhouses like Beyoncé. It drives advertising and marketing campaigns for everything from wireless plans to underwear to perfume, presenting what's long been a movement for social justice as just another consumer choice in a vast market. Individual self-actualization is the goal, shopping more often than not the means, and celebrities the mouthpieces.

But what does it mean when social change becomes a brand identity? Feminism's splashy arrival at the center of today's media and pop-culture marketplace, after all, hasn't offered solutions to the movement's unfinished business. Planned Parenthood is under sustained attack, women are still paid 77 percent—or less—of the man's dollar, and vicious attacks on women, both on- and offline, are utterly routine.

Andi Zeisler, a founding editor of Bitch Media, draws on more than twenty years' experience interpreting popular culture in this biting history of how feminism has been co-opted, watered down, and turned into a gyratory media trend. Surveying movies, television, advertising, fashion, and more, Zeisler reveals a media landscape brimming with the language of empowerment, but offering little in the way of transformational change. Witty, fearless, and unflinching, We Were Feminists Once is the story of how we let this happen, and how we can amplify feminism's real purpose and power.

Product Details

ISBN-13:
9781610395892
Publisher:
PublicAffairs
Publication date:
05/03/2016
Pages:
304
Sales rank:
128,533
Product dimensions:
6.50(w) x 9.30(h) x 1.00(d)

Table of Contents

Introduction ix

Part 1 The New Embrace

1 The Corridors of Empower 3

2 Heroine Addicts: Feminism and Hollywood 29

3 Do These Underpants Make Me Look Feminist? 59

4 The Golden Age of (Feminist) TV 81

5 Our Beyonces, Ourselves: Celebrity Feminism 111

Part 3 The Same Old Normal

6 Killer Waves 141

7 Empowering Down 169

8 The Rise of Big Woman 193

9 Creeping Beauty 221

Epilogue: The End of Feel-Good Feminism 249

Acknowledgments 259

Notes 261

Index 269

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